Take it away, takeaways:
1. Great headlines contain an element of the unexpected. A new twist on a popular turn of phrase, a predictable setup leading to a surprising punchline, a disruptive juxtaposition of copy and visuals.
2. Great headlines don't sell the product. They sell the strategy. You can write a headline for an ad about a running shoe without ever mentioning anything about a running shoe.
3. Great headlines leave room for the reader to complete the thought. It's not a debate competition. You don't get points for bringing the argument full circle. Let the reader take the last step.
4. Art and Copy have to work together. When one leads, the other follows. When one is straight, the other is bent. When one is busy, the other is minimal. When one is loud and excited, the other is quiet and subdued.